How strong is promotion-concentration of TOP 5 Food-Accounts in selected countries in Europe? Base of this evaluation is the Gross-Advertising-Value (GAV) analyzing of total price-promotion-activities. This demonstrates big differences between the countries. In Romania almost 100% of all promotion-activities come from the TOP 5 accounts. On the contrary Italy shows the lowest concentration – only 43% of all advertised promotions are based on the TOP 5 retailers. The relatively low concentration (only two third of GAV are done by TOP 5 accounts) in small countries like Bosnia, Serbia and Slovenia is remarkable.
TOP 5 Accounts in FMCG per country Jan.-Sep. 2015 (Base: GrossAdvertisingValue)